aula id. visual - sistemas de identidade corporativa
DESCRIPTION
Slides desenvolvidos pelo professor Emílio Augusto.TRANSCRIPT
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É o sistema formado por um conjunto
(Programa) de elementos visuais de uma
empresa, notadamente a marca e suas
aplicações: papelaria empresarial, design
promocional, sinalização interna e externa,
embalagem, design digital corporativo, todos
em uma unidade visual.
SIV - Definição
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Quando, em 1907, o arquiteto e designer Peter Behrens foi nomeado diretor-
artístico da AEG alemã, seu desafios foi reelaborar o logotipo da companhia.
Porém, Behrens foi além: criou uma identidade visual completa. Era a
empresa adquirindo uma nova forma de expressão que poderia ser impressa
em seus produtos e serviços.
"Na tecnologia elétrica não se pode mascarar as formas com
adições decorativas, porque a tecnologia elétrica é uma
nova área, devemos encontrar formas que representem o
novo caráter da tecnologia."
Peter Behrens
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SIV | Incoerência
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• Itens a se considerar:
• 1. Conceito (Compatibilidade)
• 2. Legibilidade
• 3. Personalidade (Originalidade)
• 4. Contemporaneidade
• 5. Pregnância (memorização)
• 6. Uso/ aplicações
Análise do Projeto
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Conceito
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Legibilidade
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Legibilidade
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Legibilidade
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Diferenciação
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Diferenciação
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Diferenciação
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Personalidade | Originalidade | Contemporaneidade
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Personalidade | Originalidade | Contemporaneidade
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Personalidade | Originalidade | Contemporaneidade
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Personalidade | Originalidade | Contemporaneidade
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Personalidade | Originalidade | Contemporaneidade
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Pregnância (memorização)
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Versatilidade
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Avatar: ícone de marca
projetado para
movimentar-se em
diferentes mídias
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SIV |Processo projetual
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(www.marcelabrasileiro.arq.br)
Escritório de Arquitetura, existente desde 1997, em Fortaleza - CE.
modulação | movimento | edificação | iniciais
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Aplicações cromáticas
Padrão
morfológico
construção
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Promocional
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Brainstorm 9 (www.brainstorm9.com.br)
Blog sobre sobre criatividade, inspiração, propaganda, publicidade,
comunicação digital e marketing, existente desde 2002.
Case | Brainstorm9
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Brainstorming é uma técnica
de criatividade, em grupo,
com o objetivo de gerar o
maior número de idéias para a
solução de um problema. O
método foi primeiramente
popularizado po alex Osborn
no fim dos anos 30. Ele propôs
que estes grupos pudessem
duplicar seu “output” criativo.
Naming
Revolution # 9
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• Loop: sequência, sample;
• Colagem;
• Avant-garde : vanguarda,
modernismo
Referencial de projeto | Palavras-chave
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www.logopond.com
Referencial visual
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Sketching
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Conceito 1 | sustenido + raio
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Conceito 1 | sustenido + raio
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Conceito 2 | nove + raio
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Conceito 2 | logotipo
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Conceito final | aplicações
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Conceito final
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Imperativos do SIV
1. Transmitir a personalidade da marca;
2. Demonstrar a compreensão do consumidor-alvo;
3. Criar uma linguagem visual unificada;
4. Sistematizar o design em todas a mídias;
5. Produzir aplicações antes da finalização;
6. Trabalhar primeiro com as aplicações de maior
visibilidade;
7. Ter obsessão com a qualidade.
Wheeler, 2008.